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NIKE

A Public Relations Approach

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CONTENT

MANGEMENT

WHAT IT DOES

PRINCIPLEPRODUCT

HEROES

FINANCIAL

INDICATORBRANDS ANDLOGOS

STRENGTHS

WEAKNESSES

OPPORTUNITIESOBJECTIVE

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MANAGEMENT

Robert Albright

Jessica JoyeSuzanne Little

Matt Minchew

Jason WallerMegan Wilson

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What Nike Does

Create authenticathletic footwear,apparel, equipment and

accessories for sportsand fitness enthusiasts

Through subsidiaries,design and sell a line of

men’s and women’sdress and casual shoesand accessories

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Principle Products

Began with longdistance running

shoes in 1963Past 17 years: AirJordan basketballshoes

Wide range ofshoes, apparel andequipment

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“Our Heroes” 

Michael Jordan

Tiger Woods

Michael JohnsonMia Hamm

Celebrityendorsements lendcredibility andnotoriety toproducts

http://www.nikebiz.com/story/hero_1.shtml

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Financial

Indicator(bashir)“A growth company

that has not grown” 

Impact of specificproducts (AirJordan's, teenagemarket)

3 Month Stock Performance

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Brand and Logos

The “Swoosh” only

cost $35

Memorable, simplein form, workable inall sizes, invokes astrong signal

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Nike DominanceComparison of Annual Revenue

0

1

2

3

4

5

6

7

8

9

10

Nike Fila Reebok New Balance Adidas

Corporation

   2   0   0   1

   A  n  n  u  a   l   S  a   l  e  s   (   I  n   B

   i   l   l   i  o  n  s   )

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Athletic Shoe Market

Share, 2000Athletic Shoe Market Share, 2000

Adidas

15.1%

Nike

39.2%

Asics2.1%

Saucony1.4%

K-Swiss

3.6%

Reebok

10.9%

New Balance

9.4%

Timberland2.9%

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STRENGTHS

Strong and meaningfulresponse to laborcriticisms

High quality productsand good overallreputation

Phil Knight’smanagement andleadership

Brand recognition andeffective marketing

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WEAKNESSES

Poor communication of labor practices

Insufficient line of affordable shoes

Uninformed factory workers

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0.00%

5.00%10.00%

15.00%

20.00%

25.00%

30.00%35.00%

40.00%

Well

Below

Average

Below

Average

Average Above

Average

Well

Above

Average

No

Opinion

Nike's Overall Reputation

Nike’s Overall Reputation 

(latif)

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0.00%

5.00%10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Well

Below

Average

Below

Average

Average Above

Average

Well

Above

Average

No

Opinion

Nike Compared to Competition

Nike Compared to

Competition

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OPPORTUNITIES

Increased sales due to thestrengthening economy

More positive public perception ofNike’s social responsibility 

Growth through increased presence in

low- to mid-priced shoe market

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OBJECTIVE 1

To increase positive public perception ofNike’s labor practices by 20% by April

16, 2003

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OBJECTIVE 2

To increase American shoe sales by$100 million by April 16, 2003

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Recommended Action

A Closer Look At Labor PracticesAnd Potential Sales

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STRATEGY

Establish a better presence in theaffordable shoe market

Key Publics:

MediaConsumers only willing to spend lessthan $85

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THANK YOU

BY Mayank Patel